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دانلود کتاب Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry
دانلود کتاب بازاریابی مد و ارتباطات: تئوری و عمل در سراسر صنعت مد
مشخصات کتاب
Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry
ویرایش: [1 ed.]
نویسندگان: Olga Mitterfellner
سری: Mastering Fashion Management
ISBN (شابک) : 113832308X, 9781138323087
ناشر: Routledge
سال نشر: 2019
تعداد صفحات: 214
[215]
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 18 Mb
قیمت کتاب (تومان) : 33,000
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توضیحاتی در مورد کتاب بازاریابی مد و ارتباطات: تئوری و عمل در سراسر صنعت مد
توضیحاتی درمورد کتاب به خارجی
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.
Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century.
Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
فهرست مطالب
Cover Half Title Endorsement Title Page Copyright Page Dedication Table of Contents About this book Preface 1 Fashion marketing from a historical perspective: Early days of advertising and consumerism How to define fashion marketing? The history of advertising, particularly in the nineteenth and twentieth centuries How the industrial revolution led to present marketing practices The origin of modern-day consumerism and brands Further reading 2 Fashion promotion and public relations The early days of public relations Brand communication Understanding the core differences between advertising and PR The role of PR and how it complements advertising Press pack and press release Interview with Teresa Havvas on Lipcote Further reading 3 The Marketing Mix and communications tools The original Marketing Mix The 4Ps in detail Plus 3: Process, Physical Evidence, People Product Price Place Promotion Marketing communications tools Mass marketing Target marketing The supplemental 3Ps People Process Physical evidence The New Marketing Mix: 4Ds replace the 4Ps Further reading 4 Creating the marketing message: Branding and marketing communications The advertising agency The client briefing 1. Analysis of the status quo 2. Objectives/strategy 3. The goal 4. Target market 5. Timing 6. Budget Agency briefing Old and new communication channels Consumer trust Creative direction at the agency and the fashion brand The challenges for fashion media today Further reading 5 Social media, blogs and opinion-leaders: Who is leading your opinion? The general meaning of an opinion leader Two-step flow of communication Understanding blogging and what it can do for fashion brands Celebrity endorsements and what they can do for a fashion brand How to establish a brand match between celebrity and consumer Ethical considerations Further reading 6 Target market and segmentation Do you need a target market? How to segment a market 1. Demographic segmentation 2. Geographic segmentation 3. Psychographic / Lifestyle segmentation 4. Purchasing behaviour 5. Distribution 6. Media 7. Time 8. Price How will the demographics develop in the future and globally? Primary, secondary, tertiary target markets Encoding and decoding the brand’s message Ethical considerations Further reading 7 Target marketing and the international consumer: Coding and decoding brand messages A different approach for an international market Working with unfamiliar territories Case example: Cadbury Dairy Milk in India The potential of international markets 1. China 2. USA 3. India 4. Japan 5. Russia 6. South Korea Domestic ethnic advertising Ethical considerations Further reading 8 Brand communication at the point-of-sale: Sensory branding Sensory branding Communication buildings Case example: Hugo Boss flagship store in Tokyo Integrating digital technology at the point of sale Sonic branding Ethical considerations Further reading 9 A critical look at advertising: Brands selling hopes, dreams and objectification Why criticize advertising? The relationship of the self with the ads: hopes, dreams and fears Warped self-perception and psychological implications of ads Gender and the objectification of bodies in advertising Sexualization of children Regulatory bodies Sensory overload: ads are all-present Case example: ad-free places – Grenoble, São Paulo and North Korea Further reading 10 The future of fashion marketing: Trends and opportunities The Fashion Carousel What is trend forecasting? Trends to be aware of An ethical future? Further reading Bibliography and further reading Index
